After advertisers, mainstream media (and other brands) turn their backs on Elon Musk's X.

Signed by: Carlota Gatius

In April of last year, U.S. public radio NPR was the first major media outlet to announce its departure from X (or Twitter, as most still call it). NPR made the decision after being labeled a state-affiliated media outlet by Twitter, likening it to the Russian propaganda outlet Russia Today.

But this week, two heavyweights in written journalism — two media outlets considered references in their field — also announced their exit from the platform, citing the direction X has taken under Elon Musk.

First, the British newspaper The Guardian, followed by La Vanguardia the very next day, both published statements explaining their decision to leave X. They criticized the increasingly toxic environment on the platform, attributing it to algorithm changes led by Musk, which prioritize controversial and extreme content. This, they say, amplifies misinformation and fake news while burying credible, professional journalism.

It’s been evident for a while now that X is becoming a platform under scrutiny — not just by its users, but also by content partners and advertisers, many of whom fled shortly after Musk took over. His changes, especially the reinstatement of previously banned radical users, have made the platform unappealing to many.

This shift doesn't just damage X’s reputation — which continues to deteriorate — but also erodes user trust. As more businesses and media outlets reassess their presence on X, the platform risks losing both credibility and its user base. In our case at 202 Digital Reputation, we decided to close our account weeks ago, after observing that the platform had become increasingly toxic and less valuable to our work. The conversation no longer contributed anything meaningful.

The reputation and neutrality of a social platform are crucial, and these recent exits are a clear sign that without significant changes, X could face a long-term trust crisis. Once a platform becomes known for toxicity and unchecked trolls, brands often choose to leave — not only because it’s no longer profitable, but also to avoid damaging their own image in the chaos. Simply put, it’s far better for a brand to be active on a friendly platform like Instagram than on a hostile one like X.

A brand’s — or an individual’s — reputation takes years to build, but can be torn down in an instant. That’s why most brands avoid controversy. And when the brands start to leave, the users often follow — many of whom are already exploring alternatives like Bluesky.

Each case is unique, and every brand, business, and individual must weigh the pros and cons of maintaining a presence on X. However, our general recommendation is to leave the platform entirely — or, if you must stay, switch to passive listening mode and avoid engaging in public discourse to minimize the risk of overexposure in an increasingly volatile space.